"Double Eleven" shopping carnival has come to an end, and the beauty and skin care category, as a popular category for many years, remains hot this year. As Yingtong Group, which has been deeply involved in the beauty industry for more than 40 years, has relied on the strong operation capabilities of "all-channel + all-region" in the environment of increasing consumption uncertainty, and has launched a strong brand battle during the "Double Eleven" period. By creating a diversified e-commerce ecosystem online, promoting online and offline integration offline, the business resilience is more significant.
creates a diversified e-commerce ecosystem to help brands sell
. Against the background of the reduction of Internet traffic and the obvious "scar effect" in the consumption field, the entire circulation industry is thinking about how to complete this year's "Double Eleven" promotion with high quality. The method given by Yingtong Group is to ensure the steady development of traditional e-commerce platforms, while focusing on new content e-commerce, seize the opportunity period of high growth of live e-commerce, and maintain stable performance growth.
On the traditional main battlefield of "Double Eleven", Yingtong Group achieves efficient conversions with its precise user insight and strong operational capabilities of global integrated marketing.
On the Tmall platform, Yingtong and its major perfume brands broke through strongly, and sales continued to maintain steady growth: Santa Maria Novella Santa Maria Novella set sail for the first time in the Double Eleven rookie, and the top 1 sales of Florence 1221 series perfume sold more than 3,000 bottles; Anna Su ANNA SUI also hit a new record, and the hot-selling single product " Wishing Elf " still sold nearly 3,000 bottles; Picking the atmosphere box Perfume Box's official flagship store added "atmosphere" again on Double Eleven. The total sales volume of increased by 68% year-on-year compared with this year. The store's top-selling products Versace men's eau de lascivious fragrance of the same name was selected as the top 10 of Tmall men's perfume hotselling list. Yingtong Group also performed well in skin care, personal care and beauty products: ALBION Aoerbin official flagship store continued to maintain its performance, with a 75% increase in the first hour of pre-sales in the first hour compared with last year. The top 1 of the town stores, Aoerbin Healthy Water sold nearly 70,000 bottles; Dumei TUNEMAKERS official flagship store continued to make efforts during Double Eleven, and the hot-selling licorice water milk sold 4,000 sets, and finally achieved an excellent result of 120% in the established sales target. ;Frudia's flagship store first played in Double Eleven, and exceeded the overall sales of 618 in the same year in one hour after the sale. The popular Xiaomi Can ranked sixth in the Double Eleven Cat List and seventh in the hot-selling list. The popular hand cream gift box was sold out after one hour after the sale, which shows its popularity. Rulan RAFRA's overseas flagship store sunscreen spray counterattacked in the off-season, ranking eighth in the sunscreen spray hot-selling list, setting a new record; Biolobi BIOHERAPY Tmall made its debut on Double Eleven, with a GMV of 618 in the first 4 hours of spot stock exceeding 28% of the same period.
VerSACE men's perfume of the same name
JD platform, under the full empowerment of Yingtong Group, Versace VERSACE fragrance increased by 32% year-on-year as of 24:00 on the day of Double Eleven, and the overall conversion rate was three times that of last year. After this year's 618 promotion, it still firmly ranked first in the top 1 of the perfume industry on JD platform, which is inseparable from Yingtong Group's rich industry experience and excellent brand operation capabilities. Surprisingly, under the operation of Yingtong Group, the Ferragamo fragrance products that cooperated this year have changed their previous decline. They were on sale on Double Eleven for 4 hours, up 72.4% year-on-year compared with the same period last year, and entered the top 10 perfume sales, and the brand performance rebounded strongly; the Langfan LANVIN and Montblanc MONTBLANCh brands also took the lead during the pre-sale period of Double Eleven, and finally achieved sales of by more than 50% year-on-year. How to achieve long-term operation and steady growth in
is a topic that brand owners have always paid attention to. Yingtong Group also followed the consumption trends and changes in traffic platforms, and entered the with the "propagation + self-broadcast" method. Douyin e-commerce hit the first Double Eleven: During the Double Eleven period, more than 50 experts and anchors were cooperated with, from the star live broadcast room to the Japanese sales experts, achieving the dual results of stable output and popular product incubation. Among the brands mainly based on Dabo, TUNEMAKERS, Japan's No. 1 brand of raw liquid, has achieved outstanding results. Data shows that on the Douyin platform, the sales of TUNEMAKERS official flagship store increased by 59% year-on-year compared with last year's Double Eleven, and the conversion rate of new members reached 46%.Yingtong Group tailored the Tabo strategy for Dome, actively expanded its cooperation with Douyin experts, and jointly created a 10-minute Dome Essence Moisturizing Water for a single game. The essence moisturizing water once occupied the high NO.2 position in the Douyin list's lotion category, and the first purchase rate of Dome Ceramide Red Bandage Essence also hit 95.6% for the first time.
Japanese raw liquid No. 1 brand TUNEMAKERS
In terms of self-broadcasting, Yingtong Group's Yanqi Circle Perfume flagship store sales ranks top 1 in the top of big-name perfume transactions; during the Double 11 event of Aoerbin ALBION official flagship store, the cumulative self-broadcasting exceeded 400 hours, and the transaction volume ranked first in the high-end luxury Mei hourly list. Brand star ambassador Zheng Yunlong was surprised to airborne the brand live broadcast room on the day of the event, helping the brand strongly. As the superposition of the reactions of content e-commerce and social e-commerce in live broadcast scenarios, Pin brand self-broadcasting can communicate with consumers in a timely and directly manner and obtain feedback, thereby achieving the purpose of effectively outputting brand value and enhancing fan stickiness.
When the national promotion comes, the traffic undertaken by e-commerce platforms has increased in a geometric manner, and a large number of users have flocked to the e-commerce platform. A large number of goods purchased need to be circulated, and customer service and logistics teams need to respond quickly and collaborate efficiently. This is a big test for Yingtong Group's middle and backend support capabilities. In terms of customer service, Yingtong Group’s customer service team undertakes some traffic docking tasks, and during Double Eleven, it has served more than 100,000 users of each platform. Data from Yingtong Group Customer Service Center shows that the Aoerbin ALBION customer service team has completed efficient conversions, and through group chat promotion actions, the transaction volume is guided to increase by 150% year-on-year, and the proportion of TUNEMAKERS group chat promotion actions guided to increase by 468.12% year-on-year.
The importance of the customer service team to sales conversion is self-evident. At present, Yingtong Group has built a mature and professional customer service center to efficiently respond to user needs and promote high-quality conversion of brand sales business, with an overall customer service conversion rate of 40%. During Double Eleven, the customer service team was online for more than 17 hours a day, reviewed more than 120,000 orders in one day, and completed customer service with high quality. Among them, the Dumei customer service team was selected as the gold medal customer service team by Tmall platform and entered the Tmall service quality list.
In terms of commodity circulation, over the years, Yingtong Group has continuously improved its warehousing and logistics system to meet the needs of timely shipments during the peak period of major promotions. Logistics data from Yingtong Group show that before Double Eleven, Yingtong Group completed the stocking of more than 1.5 million pieces of goods in advance to ensure that there are enough goods for sale. During Double Eleven, the logistics team efficiently completed the packaging and delivery of more than 870,000 pieces of goods in 160,000 orders, and completed the entire delivery process in just 17 minutes at the shortest order.
Yingtong Group's excellent logistics system helps the brand to smoothly overcome order peaks. On the one hand, the warehousing layout of multiple places and multiple warehouses supports commodity reserves and transshipment, and shortens the fulfillment time. At present, Yingtong Group has built fulfillment centers in the world, Hong Kong and the Mainland to support global goods transit and can handle cross-border and mainland order business. On the other hand, Yingtong Group makes the logistics process more flexible and efficient through process reengineering. On the premise of strictly implementing normal epidemic prevention and control measures, the logistics team set up a multi-task team during Double Eleven to optimize personnel configuration and pick and pack processes, speed up delivery speed, and complete logistics tasks excellently in the case of a surge in order volume, empowering operation and fulfilling users.
online and offline integration to achieve product and effect integration
As new models of the consumer market continue to emerge, online and offline integration is also accelerating, providing consumers with a more complete shopping experience. For example, large shopping nodes such as "Double Eleven" are no longer "marketing festivals" with a single channel. While selling online, you should also pay attention to the creation of offline interactive scenarios to undertake the shopping needs of "experience-oriented consumers".
On the eve of Double Eleven, Yingtong Group and CREED Kairuide set up a brand new single product "Manwu Fengyin" fragrance limited-time pop-up store on Shanghai Xintiandi , attracting many fragrance seekers to check in and experience it. The pop-up store uses precious natural flowers as design inspiration, combined with the brand's classic elements and artistic installations, creating a fragrant space with a romantic pink lingering fragrance, creating momentum for new product promotion and also creating the first climax of offline new product sales.
CREED Kairui's "Man Dance and Wind Song" fragrance pop-up store
online and offline integration accelerates, Yingtong Group pays more attention to the coordinated management and control of dual channels: maintain the platform resource advantages online and continue to make efforts; improve operational efficiency and service experience offline, expand advantages, and ultimately achieve efficient growth.
Take the chain immersive collection fragrance channel brand store of "personalized needs" and "offline scene experience" created by Yingtong Group as an example. During the "Double Eleven", Yanqiquan implemented the new retail concept into store operations, leveraging the advantages of offline experience and online purchase, and created a series of unique marketing activities with the characteristics of "Yanqiquan": offline, Yanqiquan Zhonggeng Wanyoucheng Store and the mall held a private domain event, and hundreds of people attended and left their unique insights on perfume and fragrance; online, Yanqiquan and EFU grass officials held the first online limited-time purchase event, attracting nearly 40,000 people to participate, and the results exceeded expectations. With the goal of creating a good shopping experience for consumers, Yanqi Circle has created an immersive fragrance shopping experience, which has enhanced user stickiness, and the integration of online and offline has stimulated consumption potential.
Although this year's "Double Eleven" promotion has ended, brand operation is a marathon with no end. The beauty and skin care track has gradually transitioned to a development cycle of refined operations, which puts higher requirements on the company's long-term strategy and management efficiency improvement. In this regard, Yingtong Group has undoubtedly achieved a sprint. With the demand of more and more brands pursuing the integration of product and efficiency, with years of accumulated operational experience, Yingtong Group has achieved a win-win situation by tapping the growth potential of segmented categories. In the future, Yingtong Group will continue to leverage its advantages in omni-channel and regional strong operations, explore more innovative development, and achieve high-quality development from brand mindset building, product reputation construction to sales conversion.
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